Innovative Data Driven Marketing Leader with experience managing close to $1M in annual paid search advertising campaigns. Texas native and Baylor grad who loves craft beer, baseball, books, and sci-fi movies.
eCommerce Marketing Manager
Manage $650k+ in annual marketing spend that drove an incremental 19% or $2.1M in revenue for 9 brands. Developed the paid search strategy for search engine marketing (SEM) and social media campaigns. Optimized paid search campaigns to improve conversion rate from under 2% to over 6% while increasing visibility with 5M+ weekly impressions driving a 3X increase in advertising return on investment (ROI). Our improved advertising performance led to our clients increasing their ad budget 10X.
Lead several eCommerce branding and merchandising initiatives on Amazon Vendor Central, Amazon Seller Central, Wayfair, and Overstock. Placed brand links on over 7k SKUs to point to Amazon’s new brand store and created store pages for each product group that highlighted brand story and unique product features. Lead product optimization by A/B testing photos, video, and keyword dense title and features. Improved product performance and increased category rank to drive overall sales gains.
Continuously update campaigns and content to improve organic and paid search engine optimization (SEO) performance. Perform keyword research using online tools, competitor analysis, and analyzing an internal database of over 100k+ keywords with keyword performance data by week. Optimized pay per click (PPC) campaigns with different goals such as cost per acquisition, click through rate, or conversion rate.
Administer an SQL database of product information for 7k+ SKUs, over 100k+ keywords, pay per click (PPC) statistics, advertising campaign and sales data from 7 separate sources. Integrated with each brands’ product information management tool, online retail platforms, advertising platforms, and screen scraped data to automate data collection. Built dashboards to present marketing initiatives, product performance, and various KPIs to clients on weekly calls or face-to-face client meetings.
Led product marketing efforts including defining product scope, setting key milestones, tracking project deliverables, tracking project expenses, and creating business models for 4 Software as a Service (SaaS) concepts. Analyzed on site customer behavior through sales funnels and improve bounce rates on low performing pages.
Built several financial models including product P&Ls, project budgets, and detailed revenue models. Increased the revenue opportunity for one startup by shifting their business model from B2C to B2B which increased revenue potential in the first 3 years by more than 250% through software licensing deals. Estimated project return on investment (ROI) and identified several cost saving or unrealized revenue opportunities.
Led a number of growth hacking and several low cost, high yield marketing initiatives utilizing social media, organic search, content marketing, and influencer endorsements. Created a YouTube channel that gained 30k views. Wrote articles for publications and high traffic blogs to raise visibility and gain valuable backlinks that generated explosive growth. Content organically ranked above-the-fold for target search terms on Google.
Led customer acquisition projects that used a freemium mobile and desktop application as a way to acquire and qualify leads and important them into a customer relationship management (CRM) tool. Acquired 1k+ leads of optometrist within a target market, identified 3 qualifiers, added custom fields, and imported lead data into Salesforce.
Marketing Analytics & Strategic Planning Manager
Participated in the creation of 4 annual marketing strategies that included 50+ marketing initiatives including product development, product marketing, events, email, and various advertising campaigns.
Prioritized a $100M product development budget by quantifying business impact by marketing initiative across multiple customer segments and product channels.
Led a customer segmentation project that categorized 20k+ travel agencies into 1 of 4 customer segments and calculated earning contribution by segment. Coordinated with sales teams to utilize this data in the customer relationship management (CRM) tool.
Authored and tracked various KPIs for marketing initiatives and assisted in the development of executive and employee dashboards that were used by C level executives and 2k+ employees.
Senior Financial Analyst
Provided financial planning/analysis for all non-air revenue and the technology expense lines. Created annual budgets, P&L statements, monthly variance explanations and forecasts. Prepared reports and conducted presentations for the SEC, the U.S. Department of Commerce, and the board of directors.
WorldCom, Carrier, & Dr Pepper Snapple
Provided various financial plannaing and analsys for various overseas groups in a large public communications company. Revenue planning and deal review for a large softdrink company.
First Oak Capital
Managed three quick-serve restaurant franchises, a car wash, and a convience store and gas station. Attended franchise training for all three concepts. Managed a team of two dozen people and trained management group. Managed marketing initiatives for each concept coordinating with franchise headquarters, softdrink distributors, and tabaco companies who provided marketing funds and product discount.
Sept 1992 - Dec 1997
Bachelor of Business Administration - Entrepreneurship
May 2009 - current
Google Analytics Individual Certification
I have used Google Analytics since 2009 and I have been certified since 2014. I have installed, optimized, and analyzed traffic, inbound marketing initiatives, and site content for eight different sites.
March 2018 - current
I have run a number of Google Adwords campaigns for several brands. Specific certification details can be viewed on my Google Acedamy Profile page.
I built a wireframe and business plan for an insurance company that was interested in creating a pilot log mobile and tablet app to log pilot flight hours and the type of aircraft. Additionally, the pilot could periodically submit his flight log to insurance companies to get auto-generated insurance quotes.
TapGoods is a s an online marketplace enabling people to rent their stuff on a short-term basis. Items can be picked up or delivered using TapGoods' Door-To-Door service. TapGoods collects 20% on each rental. Popular rental categories include party rentals, equipment rentals, recreational items, and moving equipment.
Jables is a digital entertainment guide with a comprehensive list of entertainment options that users can sort and filter. Jables uses artificial intelligence to prioritize events based on user interactions on the site. Additionally, Jables produces a weekly YouTube show that highlights cool events in large metroplitan areas.
My uncle, Kip Slawter, was in an accident that left him a quadriplegic. He is a pastor, but the accident made preaching impossible. He wanted to continue spreading the gospel and share his story as a quadripelegic, so I have helped him with his site. The site is a WordPress site that is now hosted on HostGator. I provide quarterly analytics on traffic sources and his most popular posts. I also implemented social sharing, a custom theme, and optimized the site for search engines.
Red Flying Horse was a proof of concept for a local show that highlighted cool events like theater, festivals, and music. 13 episodes were completed that as of the end of 2016 had garnered over 33.2k views, of which 91% were views from people in Texas. Additionally, the largest sources are Google and YouTube search.